Template Menu and Promo Card: A Guide to Card Messages in Instagram DMs
Template Menu sends a swipeable message of up to 10 cards with buttons. Promo Card sends a single card with no buttons. We cover every setting, the limits and when to use which.
In this post
Template Menu sends cards with images and buttons that the customer swipes through in an Instagram DM. Promo Card is the simple version of the same card message: one card with an image, a title and a description, and no buttons. Use Template Menu when you want to offer a few options and branch the flow based on what the customer picks. Use Promo Card when you want to show a single announcement or product.
Two components, one message type
In the flow editor's component list, Template Menu and Promo Card are on separate lines. Behind the scenes both send the same message type, the card message Meta calls the "generic template". The difference is in the settings the editor gives you:
| Template Menu | Promo Card | |
|---|---|---|
| Number of cards | 1 to 10 | Always 1 |
| Buttons | Up to 3 per card | None |
| What happens next | Branches by Flow buttons | Moves on by itself from a single output |
| Good for | Letting customers choose a product, service or category | Announcing a campaign, featuring one product |
Both components need template messages to be enabled on your plan. If they aren't, you'll get a warning when you save the flow.
Promo Card settings
When you drop a Promo Card onto the canvas, you'll see three fields:
- Image: Drag and drop a file, or use Pick from library to choose an image you uploaded before. JPG, PNG and GIF are accepted, up to 8 MB. A new image is uploaded when you save the flow. Until then the card says "Ready to upload".
- Title: Required, up to 80 characters.
- Subtitle: An optional short description, up to 80 characters.
You can use product variables in the title and subtitle. The counter under the field shows roughly how long the text will be for the customer. When you type Product Name, the counter doesn't just count those letters. It counts the approximate length of a product name.
Promo Card on a product branch
If you connect the card to an output of Product Detection or Variant Selection, two more options appear:
- Use the variant image: The card comes with this ticked by default. The customer gets the photo of whichever product or variant they chose. If the variant has no photo, the product image is used. You don't need a separate card for each product.
- Product link button: Adds a button under the card that opens the product's own page. The button text can be up to 20 characters. If you leave it empty, a default text is used. If the product has no link, the button isn't sent. This button doesn't branch the flow. It takes the customer to the website.
If the card isn't connected to a product step, these two options don't show up. The editor explains why on the card.
Template Menu settings
Template Menu shows the cards side by side on the canvas. Click a card, or click Open Card Editor, to open that card's settings.
- Add a new card with Add Card. The counter at the top of the component shows how many cards you've used. The limit is 10.
- Fill in the Image, Title and Subtitle fields for each card. The rules are the same as for Promo Card. If the card is connected to a product step, the image field also shows the Use product image (Product Image) and Use variant image (Variant Image) buttons.
- Add buttons to the card with Add Button. Each card can have up to 3 buttons, and button text can be up to 20 characters.
- Choose a type for each button. A Flow button moves to the next step in the flow and must be connected to one. A URL button takes the customer to a web address and doesn't need a connection.
- Reorder the cards by dragging them or with the left and right arrows.
If none of your cards has a Flow button, Template Menu gets a single output like Promo Card and the flow continues by itself. That way a "Buy" card with only a URL button doesn't turn into a dead end.
Example flow: new season launch
A flow that shows three categories when the customer writes "new season" and continues based on their choice:
- In the Trigger, add the words "new season" and "new arrivals".
- Add a Template Menu and create three cards: Dresses, Jackets, Accessories. Give each card a category image and a short subtitle.
- On each card, add a Flow button called "Browse", plus a URL button that opens that category page on your store.
- Connect each "Browse" button to a Text Message about that category.
What the customer sees:
new season
The cards are swiped sideways. The customer tapped Browse on the Dresses card.
Browse
Our new season dresses start at 649 ₺. You can see every style on the Dresses page of our website.
If you just want to announce one campaign, connect a single Promo Card to the same trigger and follow it with a Text Message that sends the discount code. Since Promo Card has no buttons, the text message goes out right after the card.
What the customer sees:
new season
Your discount code is NEWSEASON15. Just enter it at checkout.
Common mistakes
- An unconnected Flow button. Every Flow button in a Template Menu has to be connected to a step. If one isn't, the editor won't save and tells you which button on which card is the problem.
- A long title. 80 characters can run past two lines on a phone. Put the product name in the title and the price or a short description in the subtitle.
- A card with no image. A card can go out without an image, but it looks empty. Add an image to every card if you can.
- Choosing Promo Card for a message with buttons. You can't add buttons to a Promo Card. If you want the customer to choose something, start with a Template Menu.
- Testing on a computer. According to Meta's documentation, card messages aren't shown on the desktop version of Instagram. Test on your phone.
To combine card messages with product questions, see our post on auto-replying to size and color questions. For how DM automation works in general, see our Instagram DM automation page.
Frequently asked questions
What's the difference between Template Menu and Button Menu?
Button Menu sends a text with up to three buttons under it. Template Menu sends cards with images. The customer swipes through them and each card can have its own buttons. If you want to show product or service options with pictures, Template Menu is the better fit.
Can I add buttons to a Promo Card later?
No. Promo Card is designed to have no buttons. If you want a message with buttons or with more than one card, add a Template Menu to the flow.
Is the card image required?
Only the title is required when saving. Still, a card message looks much better with an image. If you add one, it has to be a valid address or a file from your library.
